한국 화장품의 중국시장 진출방안에 관한 연구 (A Study on the Entry Strategy for Korean Cosmetics to Chinese Market)

서지정보

· 발행기관 : 한국문화산업학회
· 수록지 정보 : 문화산업연구 / 14권 / 4호 / 73 ~ 83페이지
· 저자명 : 김순자, 장어성, 맹해양, 이유빈

초록

중국의 화장품 시장은 2012년 매출액 약 36조원으로 미국에 이어 세계 2위의 화장품 소비대국으로 부상하였으며, 부동산과 통신, 자동차, 관광과 함께 중국 내수시장의 5대 소비산업이다. 그러나 한국화장품의 대중국 수출은 2.2억 달러로 시장점유율은 1%내외로 저조하다. 따라서 본 연구는 년평균 16%우의 성장률을 달성하고 있는 중국 화장품시장에서의 한국 화장품의 진출방안을 모색하는 목적이 있다. 이를 위해 본 연구는 화장품 산업과 관련된 국내 · 외 논문, 통계자료, 서적, 보고서 등을 중심으로 한 문헌연구와 자료를 분석하였다.
분석 결과 한국 화장품은 중국의 지역별, 내륙간, 기후별, 교육수준별 등 다양한 격차, 획일된 마케팅전략, 중국 파트너에 대한 협력부족, 히트 제품의 불법 복제 판매, 중국 시장 전문가 부족 등으로 중국시장 진출에 많은 어려움을 겪고 있다. 따라서 한국 화장품이 중국시장에서 시장점유율을 높이기 위해서는 브랜드 이미지의 강화, 중국어 브랜드 네이밍의 개발, SNS 강화 및 체험마케팅 전략 추진, 화장품 축제 및 한국우수상품전시회 개최, 중국 온라인 시장 활용, 중국 수입절차의 철저한 준비, 중국 전문인력의 육성 등이 필요하다.

영어초록

China is still a developing country with a big gaps between the rich and the poor. Total annual sales amount of beauty/cosmetics business has passed over about 36 trillion Won in China in the year 2012, and now is the second largest cosmetics consuming country next to U.S.A. The beauty/cosmetics industry of China is one of 5 biggest consuming industries of local Chinese market together with real estate, communication, automotive, and tourism industries. In such a Chinese cosmetics market, Korea has recorded about 220 billion Won as for the export amount to China. Korean cosmetics is holding as low market share as 1% by Amore Pacific and 0.4% by LG Life & Health compared to market shares of global business brands such as P&G (15.8%), Loreal (11%), Shiseido (5.4%), etc. In order to expand the advancing of Korean cosmetics into Chinese market, therefore, the research and analysis of such issues should be carried out immediately than ever before.
The objective of this paper is to set up the advancing plan of Korean cosmetics into the China market. In order to achieve the this purpose, literature research and data analysis have been processed concentrating on the domestic/foreign literature such as papers, statistics data, books, reports, and internet sites related to the cosmetics industry.
However, the advance of Korean cosmetics into Chinese cosmetics market has attained low performance as there are variety of differences from each district, inland area, weather, and education level. Also, Korean cosmetics companies could not advance directly into the Chinese market as of uniform marketing strategy and lack of cooperation with the Chinese partners, as well as lack of long-term management goals. The price and distribution net-work have been collapsed due to the short-term marketing, depending only on the local agents, and the illegal reproduction and sales of hot selling items that could not be blocked up. There also has been cutthroat competition, like biting up own flesh, because of no long-term strategy and the failure to set up the cooperative relationship to exchange the business and market information among Korean companies, as there have been no experts cultivated for Chinese market.
For Korean cosmetics to increase the market share in Chinese cosmetics market, therefore, it is necessary to enhance the brand image, utilize the advertisement media, increase the use of SNS, develop the Chinese brand naming for differentiation, adopt an experience marketing strategy, open a cosmetics festival and exhibition of superior Korean products, sub-divide the market by each locality and attack the niche market, develop a new distribution channel, utilize the Chinese on-line market, prepare thoroughly in advance, and bring up professionals for Chinese market.

참고자료

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